ADOPTION OF A SERVICE INNOVATION IN THE BUSINESS MARKET - AN EMPIRICAL-TEST OF SUPPLY-SIDE VARIABLES

The objective of this article is to assess the influence of variables over which suppliers have control (supply-side variables) on the adopt ion gf innovations in addition to adopter-side variables. The empirica l study focused on the adoption of electronic banking in the Dutch bus iness market. A quantitative study was conducted to test hypotheses. T he results show that the extent to which a supplier has pursued a stra tegy aimed at positioning the innovation in the market place or has fo cused on reducing the risk of adoption has a positive and significant effect on the probability of innovation adoption. The evidence corrobo rates that not only adopter-side variables significantly influence inn ovation, but supply-side variables as well. (C) 1998 Elsevier Science Inc.